Participating marketers’ privacy policies must also disclose how they share customer information.
Narasimhan said that Google will try to alert consumers about its CRM matching program. For example, all Customer Match ads will be accompanied by a pop-up, which lets users (and Google) optimize the ads served to them or remove themselves entirely from email-based targeting.
Addressing these privacy concerns is why Google is delayed getting into CRM matching. Naeger agreed, but added that Facebook’s earlier program in part normalized the practice, just as it’s currently normalizing autoplay video.
Naeger said it made sense for Google to wait and see how the strategy developed somewhere else, since at the time Facebook was “struggling to find the right ad model for its platform … and Google could afford to be patient.”
Although Google hasn’t released the number of people that use it for cross-device logins – a necessary step for this kind of targeting – sources have previously indicated that it’s somewhere between 600 million and 1.2 billion, similar to Facebook’s audience graph.
Google also announced Monday that it will now have app-install ads available across its suite of products (search, YouTube, Gmail and display). App-install ads combined with Customer Match ads represent the company’s commitment to “helping marketers succeed in mobile,” said Narasimhan.